The Ka Na Story

Ruby and Ravi Chagger run their homespun, authentic curry business about a mile from Threesixty’s front door. It was in the early days of Lockdown that we spotted their tasty-looking Facebook posts and duly ordered some product. 

And fantastic it was too.

The wonderful thing about the close proximity is that it gave Ruby and Ravi the chance to get to know us slowly over time. We’ve got a passion for supporting Challengers so when the couple asked for some help, we were excited to roll up our sleeves.

Since the decision to bring their authentic Masala curry to the local community, the couple had been strictly selling direct. First from home and then from a local market stall. Buoyed by its popularity and with a strong desire to see the brand in local Delis and Farm Shops, Ruby and Ravi identified the need for expert help in switching-up to compliant labelling. There was also a need to convey the brand story in a selling environment where they were no longer present to bring that story to life. A significant shift.

The brand already had an eye-catching, bright and bold logo featuring the phrase 'Ka Na’ - meaning, to eat. Where Ruby and Ravi needed help was in crafting a full wraparound label containing the content that would make the presentation compliant. 

On a bootstrap budget and keen to see Ruby and Ravi achieve their dream, we set about helping with the design work and extra content. 

We started off helping develop the exact size for the label and creating a cutter shape. This would guide exactly how much room there was for legal, brand and messaging content. The following stages included developing the brand story and usage copy. Creating icons that captured key attributes and benefits. Developing a new colour code system for the two heat-level variants and finally, elegantly squeezing-in all legal text in a compliant format. No small feet when dealing with a limited amount of real estate. 

We finished up with supporting Ruby and Ravi through the print-proofing process to ensure the colours and finish met everyones expectations.The finished jars look great. Unique and highly distinctive. And the best bit, the inaugural batch sold out in the local butchers shop.

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